Historiography: A Personal History of “Toy” Automobiles

This is the gift-giving season. A season where a child will bug their parents for something they want to play with for the holidays. That is, if that toy will last past the opening of said gift.

If you ask me, the most popular gift you give a child will involve a toy automobile. It could be part of a Barbie gift set or a 1:24 scale die cast car. Somewhere in the midst of the automotive collective of toys is one that will satisfy a child’s imagination towards the day they will take the wheel of a real live 1:1 scale machine.  

One could say that the choice of toy will lead a child towards the path into adulthood. It can gauge one’s interest in future professional pursuits or hobbies. On the other hand, a particular toy could also challenge a child’s state of mind in various ways. One may never know the impact a specific toy would have on a child – either positively or negatively. 

With that said, I concentrated on the automobile. This after considering that I would not be satisfied with either Barbie or Ken. After all, automobiles kind of made sense for an overweight cis-gender gay male…perhaps.

I look back at my history with automotive toys and wondered how much of an impact it had on this career. The quick answer is simple: Yes, it has. 

Automotive toys came in various types and sizes. I usually gravitated to those that closer to the actual vehicle they were molded after. The more realistic, the better. 

First, it was the diecast 1:64 scale vehicles. Before 1968, Matchbox made the best of the bunch – realistic with extraordinary detail. The British brand made their first cars in 1953 through its original company, Lesney Products. Not just the detail, but the quality of these vehicles was superior to anything in the toy section. 

Matchbox had plenty of competition from other quality diecast producers, such as Corgi. They competed in the larger scale segment – both offering superb models with excellent detail. 

In 1968, Mattel jumped into the race. They did so by creating a small scale low-friction diecast model that came with its own track system. Hot Wheels became a sensation and put the American toy maker into orbit. 

To me, Hot Wheels looked and felt like hot rodded versions of what Matchbox was making. Yet, Mattel added the sensation of making their Hot Wheels go fast – especially when you configured their track system. They brought out a 360-degree loop, which made kids excited to see their favorite cars run through. Matchbox followed suit with their Superfast series. 

In 1997, Mattel bought Lesney. They continue to produce Matchbox models, while showcasing their Hot Wheels products. Prior to that, Mattel also bought Corgi. 

I cannot recall how many Matchbox and Hot Wheels cars I had in my childhood. In a sense, Matchbox introduced me to vehicles we never got in the USA, including the Ford Zodiac. Thanks to the internet, you can Google what a Ford Zodiac Mark IV looked like in 1967. 

The next progression in. my toy story would be one of the challenging items I had as a child. It’s not enough to play with very small cars. I need to play bigger. Back in the 1960s and 1970s, plastic models became a huge hobby business. You had the chance to put together a new car every year with glue, paint, and patience. 

My first plastic models were Revell and Monogram snap-together models. They were easy enough. No need for glue or paint. Just snap it all together and voila!

Then came the glue-together models. Model glue, spray paint, and, sometimes, a screwdriver, will build a car. These models came from companies, such as AMT, MPC, and Revell. Aluminum Model Toys has been around since 1948, providing 1:25 scale promotional models for the automotive industry. They had a lineup of iconic models every year including ones where you either build as stock or into custom rods. They had some wonderfully detailed models I built, such as a 1970 Chevrolet Impala and the 1970 Buick Wildcat. 

Model Products Corporation arrived as AMT’s main rival in 1964. They jumped into the glue-together market with a mix of promotional models and consumer kits. I ended up favoring MPC over AMT, because they held true to annual stock models from Chrysler and other manufacturers. They equaled AMT in quality and detail, which made these models desirable in the 1970s. I remember one year in the mid-1970s during Hanukkah that I got an MPC model every night for that model year – or, close enough. 

Revell is the oldest brand amongst the three mentioned. They went into business back in 1943 making H.O. scale train sets. They branched into model automobiles as early as 1950 and was considered one of the top companies of its kind. Their quality is above par – equal and sometimes better than AMT and MPC

After both companies went through a series of acquisitions, they eventually were owned by a company called Round 2. By 2011, the MPC brand closed for good, leaving AMT still in business. Revell and Monogram merged in the 1980s and is now under ownership by a private equity firm is now based in Germany.

Although the 1:25 models seemed simple to make – they weren’t. Again, my lack of patience as a pre-teen never paid off. What would do me in was a very expensive 1:12 scale 1937 Packard that was way too detailed for me to even try to build. Somehow, I was able to finish it – badly, if I recall. 

During this time, I decided that it was best that I get to collect cars that were pre-made. Honestly, the effort of gluing, painting, and not being patient doing all of this got the best of me. Call me lazy…OK, you can you call me that. 

However, I do relish in the art of the finished product. That warms my heart the most. For example, I got a 1:24 scale promotional model of a 1978 Cadillac Coupe de Ville when I was still in junior high school. It was painted in a matching factory burgundy color – as exquisite as you find on the real car. Leave it to Johan to deliver on an excellent reproduction of the downsized big Cadillac.

The ultimate pre-assembled model is one made of diecast metal. Their weight can denote the amount of quality that is put into each model. That includes plastic add-ons, such as hood ornaments, spoilers, mirrors, and trim. 

What I learned in trying to keep these vehicles is that some models are better detailed than others. In other words, sometimes you get what you paid for. 

About those plastic add-on parts, I found out the hard way that they do break off rather easily on some models. I had a race car’s wing fall off a few times. It was quite complex to not only put back together, but to keep it on. 

There is still an interest in diecasts. I have a Facebook friend who writes for a publication that reviews such models. Like us automotive journalists, he receives models from the manufacturers or distributors. I admit that I am amazed at what exists in the diecast world. Who knew how many generations of Toyota Crowns are out there in 1:18 scale? Rather, a selection of early-to-mid 1980s Chevrolet Caprice Classics!

A couple of things to note about getting into diecast models. One, when you start getting into them, they are not considered “toys.” Therefore, they should not be played with. These are collector’s items that is more for display purposes than anything. Secondly, they can cost well into the hundreds of dollars for some models. Others can be had for less than that. Remember, you will get what you pay for in terms of quality, detail, and craftsmanship. 

That also goes for any model vehicle you want to give as a gift. Including Hot Wheels. 

The best gift to give a child is still a “toy” or something to pique their interest towards a potential future. When you’re still shopping for the holidays, choose wisely. That gift might be the key to their future. 

All photos by Randy Stern